Editor’s Note
This article highlights a significant market shift, with luxury retailer Mytheresa reporting that strong demand for men’s fine jewellery is outpacing supply. As buyer Sophie Jordan notes, brands have a clear opportunity to expand collections for an eager customer base.
Mytheresa can’t get enough men’s jewellery — literally.
In fact, Jordan said the fine jewellery business has been growing faster among men than women this season, albeit off a smaller base.
Sales of men’s jewellery have been growing for years, even outpacing the women’s category. But the momentum feels especially noticeable now, when the broader luxury market is in a pronounced slump. Jewellery has been one of the few bright spots, consistently outperforming luxury fashion, with men’s jewellery offering a lucrative niche for existing brands and space for new ones to strike.
At Mytheresa, fine jewellery sales for men are currently up triple digits compared to last year, with names like David Yurman, FoundRae and Shay leading the way. Fashion jewellery is seeing double-digit growth, anchored by masculine leather bracelets from Bottega Veneta and Tom Ford.
Selfridges also said its men’s jewellery sales are steadily rising, led by rings, necklaces and bracelets. Silver, emerald and black onyx are the most popular materials, with demand spanning grunge, minimalist and playful designs from brands like Tom Wood, Serge Denimes, Poubel and Vivienne Westwood.
Driving the surge is a powerful blend of cultural influence and shifting gender norms.
At the same time, male stars from Harry Styles and A$AP Rocky to athletes such as Noah Lyles and Travis Kelce are making jewellery a focal point of their looks, clearing the way for others to follow their lead.
The hunger for self-expression is especially pronounced among younger men, who are less interested in fitting in than standing out. David Reinke, chief executive of the GLD Shop, a decade-old US brand known for its chains and custom-made pieces worn by celebrities like Bad Bunny and Micah Parsons, noted that older generations of men were often afraid to look different for fear they’d be mocked, but Gen-Z and Millennials want to be distinctive.
New names entering the market aren’t guaranteed success. Dedicated men’s jewellery brands often struggle to establish recognition compared with fashion houses or heritage names.
But the category is still in its infancy — with room for a number of players to grow.
In the US, athletes and celebrities representative of urban, predominately Black culture in music and art have been the most visible promoters of men’s jewellery. That cultural cachet is something retailers and brands say is impossible to ignore. At GLD, sports stars remain critical to its expansion.
The effect trickles down fast. Johnston said men will first buy a simple Cuban or rope chain as an entry point and then start adding pendants and bracelets. The brand’s audience ranges from high school kids to NFL stars, with entry-level products at $100 and custom commissions reaching the $100,000s.
At David Yurman, men’s jewellery already accounts for 28 percent of sales, with executives confident it can grow to one-third. Founder David Yurman said clients often want bespoke modifications to personalise their pieces.
The category does face some challenges. Menswear tends to evolve slowly. It can take time for the mass market to follow the early adopters, and unfamiliar brands can face obstacles.